Mazin Shallal

FMCG commercial professional with 8+ years delivering profitable customer growth through trade marketing, key account management and in-market execution across Saudi Arabia. Builds annual customer and channel plans spanning everyday shelving, merchandising, pricing, promotions and seasonal activation, and holds structured business reviews that convert sell-out and shopper data into joint growth action. Manages trade investment and channel budgets with full spend-utilisation and ROI accountability, and has led a quota-carrying commercial organisation covering distributor, retail and modern-trade routes to market.

Bilingual (Arabic/English), customer-facing, and fluent in forecasting and category performance data.

Commercial Manager - Badael (DZRT), PIF - Jeddah & Riyadh, KSA

(2025-11 - 2026-09)

• Owned trade marketing strategy across modern retail and out-of-home channels, building annual operating plans, activation calendars and channel-level execution plans against defined KPIs.
• Developed joint business plans and annual growth initiatives with retail and channel operators, negotiating visibility, activation and merchandising terms and running regular partner business reviews against plan.
• Managed the annual trade marketing budget end to end — allocating investment across customers, activations and visibility assets, tracking spend utilisation, evaluating ROI and supporting budget preparation with Finance.
• Analysed sell-out, visibility and shopper data for trends and corrective actions in monthly and quarterly business reviews, sustaining zero stock-out downtime across two flagship sites.
• Directed merchandising and field-execution agencies, auditing in-store compliance through market visits and reporting performance against execution timelines.

Channel Sales Manager - Xiaomi Technology - Riyadh, Saudi Arabia

(2025-01 - 2025-11)

• Led a 26-person quota-carrying sales organisation under 7 Area Managers across distributor, retail, telco and e-commerce channels, delivering 15% YoY growth.
• Standardised CRM-based pipeline, forecast and sell-out reporting across all Area Manager teams, improving forecast accuracy for senior regional leadership.

Account Manager - Booking.com - Jeddah, Saudi Arabia

(2023-01 - 2024-12)

• Managed a $10M+ portfolio of 140+ partner accounts, delivering a 30% average revenue uplift and 98% retention through data-driven joint planning, pricing and forecasting advisory.

Apple Shop Manager - Apple - Jeddah, Saudi Arabia

(2020-11 - 2022-12)

• Drove 200% YoY sales growth through disciplined in-store execution, merchandising compliance and frontline team leadership.

Bachelor of Business Administration (Honours) - King Abdulaziz University (2021-06)

MSc - Prosperity, Innovation and Entrepreneurship - UCL, The Bartlett Faculty of the Built Environment (2024-12)